August 27, 2009, 12:00 AM

Retailers are failing to build site content to convert shoppers, study says

A majority of e-retailers and other online businesses are failing to take advantage of analytics technology to optimize web site content to better convert shoppers to buyers, Omniture says in a new study.

A majority of e-retailers and other online businesses are failing to take advantage of analytics technology to optimize web site content to better convert shoppers to buyers, analytics and site optimization technology vendor Omniture Inc. says in a new study.

“The majority of businesses aren’t optimizing their on-site conversion,” says Mike Chertudi, Omniture’s vice president of demand and online marketing.

Omniture’s 2009 Online Conversion Benchmark Survey compiled data starting in June from more than 1,000 companies, including more than half that are retailers. Among its findings:

  • 80% of companies don’t promote web site content based on analytics that show how particular content engages shoppers and converts them to buyers.
  • About 48% of companies spend less than five hours per week, and about 70% 10 hours per week or less, on optimizing web site content through methods such as testing landing page content and displaying content personalized to shoppers’ interests.
  • 80% of companies don’t present personalized content based on shoppers’ interests as shown by analytics and clickstream data.

 

On a positive note, the survey found that most companies are testing important content such as page layouts and promotions. But the survey also found that few companies test other important content such as security seals and data entry fields. With about 50% of companies using manual processes to test content, about the same percentage conduct only A/B tests instead of more sophisticated multivariate tests that can reveal through automated software applications the effectiveness of multiple content variables, the study says.

 

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